KEEP UP

Wieden+Kennedy

8.1

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KEEP UP

Wieden+Kennedy

The best things in life often happen outside our comfort zone. There's always more we can do to push harder, go further, and to challenge ourselves beyond our perceived limits. This idea is at the heart of Honda's philosophy, and provided the inspiration for the Man Vs Machine-directed 40” TV spot, which challenges viewers' reading speed, allowing them to feel the joy of improvement for themselves. A manifesto is delivered one word at a time, with the pace increasing throughout the film, intercut with glimpses of the new Honda fleet, which are all born from the company’s challenging spirit. At approximately 500 words per minute, the fast-paced message proves that everyone is capable of achieving more than they initially thought. The energetic soundtrack, composed by Wah Wah with sound design by Factory, was created to further encourage the viewer to keep up.